Midnight Art Department, the Los Angeles based apparel brand rooted in rebellious culture, and Modelo Especial, the #1 import beer brand in the U.S., recently came together to unveil their first collaboration, through a brand licensing deal brokered by The Joester Loria Group.
“As a designer of Mexican heritage, working with Modelo has always been a dream. As a brand, they continuously uplift Hispanic artists and I’m honored to join the collective,” said Shane Gonzales, Founder and Creative Director of Midnight Studios. “Designing a collection in collaboration with Modelo allowed me to look into my roots and create pieces that felt authentic to both brands.”
The collaboration draws inspiration from Modelo’s iconic motifs, portrayed on an assortment of apparel and accessories. Throughout the collection Gonzales referenced quintessential elements associated with the Modelo bottle and design, showcasing the brand’s distinctive visual identity. From the ornate typography, to the prominent lion graphics, to the gold trim, Gonzales seamlessly blended the two brands in the collection’s designs when bringing the collection to life.
An accompanying social media campaign further highlights the community and roots of both brands. Gonzales tapped Mexican photographer Julian Burgueńo to shoot the campaign, in which he and his closest friends celebrate their heritage wearing the collection.
The Midnight Art Department x Modelo Collection is made up of a t-shirt, hoodies, bomber jacket, bucket hat and fully functional accessories, including a beer holster, beer sling and butterfly bottle opener, with prices ranging from $20-300. The collection launched on Friday, April 8th at 12 PM PST / 3 PM EST, exclusively at midnightstudios.live.
Modelo’s latest brand extension was featured by Hypebeast, MR Mag and License Global, among others.